A great strategy begins with understanding why you’re making specific choices. Often, marketers get too caught up in achieving channel goals and forget there is a bigger picture. There is a reason the business is using those channels. Knowing those reasons is paramount to creating an impactful content strategy.
The following framework helps to align a business’s goals with the marketing objectives they will undertake. This is a critical step of a content strategy, which is just one part of the overall marketing strategy that must come first.
